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I thought he made the point that the internet is more than just he and a few others, though he is a 'spokesperson'. He really talked more about the 'internet' being more than just a few people, but that those technical people are the ones who write the code that allows everyone all over the world access to knowledge.
I think he had to do more than talk about the royal 'we', but make his argument a little personal before branching out into the larger general. It's hard to read about 'we' this and that or 'they' this and that without having some knowledge of where the writer is coming from.
ETA: I took the 'we' he started using to mean the 'reactive social organism' that is 'the internet'.
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